Calendar

Who Should Attend:
Anyone who wants to understand how to align their organization’s actions to deliver their Brand Promise and to use their brand to meet their organization’s goals. C-level, senior managers and others in Marketing, Strategy, Human Resources and anyone responsible for managing brands to deliver the brand promise in for-profit or nonprofit organizations will benefit from this seminar.

You Will Learn To:

• Understand the importance of aligning actions with your Brand Promise
• Understand the value and power of your brand as a management and execution tool
• Explore your brand’s key leverage points
• Develop a plan of action for strengthening your brand through execution
• Use your brand to create meaningful and valued relationships
• Make branding every employee’s responsibility
• Design high-impact brand experiences

Leave The Event With:

• Copy of slides from presentation
• White papers and articles
• Examples
• Conceptual models and checklists
• Bibliography of selected books, articles and web sites
• Guidelines for internal branding
• Internal branding tools

About the Instructor:

Debra Semans, Senior Vice President of Polaris Marketing Research, has over 20 years of experience helping all kinds of organizations create and enhance brands. Debra works with clients to define optimal market positions and the strategies to make them a reality. She is a frequent speaker and lecturer on Internal Branding and other branding topics.

Day 1

8:30 – 9:00  
Continental Breakfast

9:00 – 9:45  
Course Overview: introductions, logistics and an understanding of the course

9:45 – 10:00  
Brand Basics: brand definition, the anatomy of brands, how brands deliver value, uses of brands

10:00 – 10:15     
Break

10:15 – 10:45          
Brand Evolution: how branding is changing

10:45 - 11:15          
Internal Branding Definition and Rationale: what is internal branding and why do we do it?

11:15 – 12:00          
Branded Experiences: how branded experiences build strong brands

12:00 – 1:00
Lunch

1:00 – 1:30  
Brand Tools: Vision  Designing the end-point of your brand

1:30 – 2:15  
Brand Tools: Positioning  Determining what your brand will be known for

2:15 – 2:30  
Break

2:30 – 3:15  
Brand Tools: Positioning (cont’d)

3:15 – 4:15  
Brand Tools: Brand Architecture  Structure for growth and management

4:15 – 4:30   Review, Q&A


Day 2 

8:30 – 9:00      
Continental Breakfast

9:00 – 9:15      
Review Day One

9:15 – 10:30    
Brand Tools: Key Drivers, understanding how the brand is delivered, codifying the brand

10:30 – 10:45  
Break

10:45 – 11:15  
Communicating the Brand Internally

11:15 – 12:00  
Brand Tools: Brand Pillars  Turn words into brand-driving actions

12:00 – 1:00    
Lunch

1:00 – 2:00      
Brand Tools: Brand Blueprints  Improve the brand delivery process

2:00 – 2:30      
Brand Tools: Brand Job Definitions  Identify the key jobs to drive the brand into your organization

2:30 – 2:45      
Break

2:45 – 3:15      
Brand Measurement: metrics to monitor brand development and internal implementation

3:15 – 3:45      
Brand Research: get the most insight out of your brand information

3:45 – 4:00      
Review, Wrap-Up and Q&A

Exhibitors and sponsors are not participating in this event.